1、North American surveyJune 2023Dentsu Consumer Navigator:Sustainability 2023|Navigator|Navigatordentsu Consumer Navigator Sustainability 2023About this studyThis is the first report in a series on Sustainability.This report looks at the views of North Americans overall.The second report,to be publish

2、ed this summer,will compare results in the United States and Canada.The survey was conducted by dentsu via Toluna,an online research panel.Administered on May 30th,2023.Distributed among a random sample of 1,000 respondents in the US and 600 respondents in Canada.Distributed among respondents 18 yea

3、rs of age or older and controls for nationally representative populations in both the US and Canada.Contents0101Top Consumer InsightsTop Consumer Insights02The Definition of The Definition of Sustainability is BroadeningSustainability is Broadening03Consumers Adopt Everyday Consumers Adopt Everyday

4、Sustainable ChoicesSustainable Choices04Successful Brands Will Successful Brands Will Champion Both TrendsChampion Both Trends05Closing ThoughtsClosing Thoughtsdentsu Consumer Navigator-Sustainability 2023Younger generations are broadening their definition of sustainability.A distinct pattern emerge

5、s in our data:Boomers primarily emphasize environmental aspects in their definition of sustainability,whereas younger generations adopt a more comprehensive perspective encompassing equity and economy.Younger generations are more likely to feel their personal life is affected by environmental change

6、.Boomers are notably less likely than younger generations to acknowledge that the state of the environment affects factors in their personal lives,such as physical and mental health.North Americans see sustainability as equally a public,personal,and corporate responsibility.Respondents view individu

7、als(51%)as equally responsible for their everyday actions as national governments(51%)and global businesses(47%)are for their policies and practices.01dentsu Consumer Navigator Sustainability 2023The bottom line:consumers want brands to make sustainability an easy choice.79%of respondents agree:Busi

8、nesses should do a better job of making it easy for me to choose sustainable products.Consumers expect sustainable brands to take action beyond their“carbon footprint.”To be viewed as a sustainable brand,consumers expect companies to take a holistic approach:affordability,responsible sourcing,operat

9、ions and production,and supporting natural ecosystems.Consumers are tuning in to brands communications but wish for greater transparency.61%of respondents report that their purchases are influenced by brands communications about sustainability.However,71%also agree:businesses are not sufficiently tr

10、ansparent about how their practices affect climate and the environment.Top Consumer InsightsThe Definition of The Definition of Sustainability is Sustainability is BroadeningBroadening|Navigator|Navigator02dentsu Consumer Navigator-Sustainability 2023Younger consumers increasingly recognize that sus

11、tainability is an interconnected concept that transcends the environment.It goes hand in hand with addressing issues concerning equity and the economy,forming a holistic approach to a better future.Younger consumers are also more likely to recognize that environmental issues are experienced not only

12、 globally or nationally,but in everyday life.Weaving sustainability into how life is lived and how choices are made is on its way to becoming the new normal.Overall,North Americans hold a view of sustainability that is primarily environmental.While organizations like the UCLA Sustainability Committe

13、e define sustainability as the harmonious integration of environment,equity,and economy,respondents across the US and Canada prioritize environmental activities.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Sustainability 202377%77%664%64%63%63%41%

14、41%41%41%35%35%34%34%29%29%27%27%27%27%26%26%26%26%22%22%20%20%7%7%Reducing consumption&wasteUsing renewable energyBeing connected to natureLooking after the worldLooking after your communityLooking after your countryAddressing economic securityAddressing hungerAddressing mental healthAddressing pov

15、ertyAddressing physical healthAddressing access to educationAddressing equity&civil rightsNone of the aboveActivities Included in Consumers Definition of Sustainability But differences emerge across generational cohorts,with younger generations more likely to view sustainability through a broader le

16、ns.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Sustainability 202377%77%775%75%69%69%29%29%24%24%17%17%17%17%15%15%12%12%11%11%64%64%64%64%37%37%25%25%27%27%27%27%31%31%21%21%25%25%58%58%60%60%38%38%30%30%31%31%31%31%33%33%25%25%27%27%47%47%54%54

17、%42%42%35%35%38%38%36%36%37%37%30%30%30%30%Reducingconsumption&wasteUsing renewableenergyLooking afteryour communityAddressinghungerAddressingpovertyAddressingphysical healthAddressingmental healthAddressing equity&civil rightsAddressingaccess toeducationSELECT Activities Included in Consumers Defin

18、ition of Sustainability BoomersGen XMillennialsGen ZOur survey exhibits a distinct pattern:Boomers primarily emphasize environmental aspects,whereas younger generations,particularly Gen Z,adopt a more comprehensive perspective encompassing economic and equity-related aspects.Shopping Habits Through

19、Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Sustainability 20238Environmental issues arent just environmental the effects are seen as multifaceted.Consumers recognize that environmental issues affect economic,political,and social factors.They are particularly likely to

20、recognize the economic ramifications as a theme though food&water security and human health break through.81%81%79%79%79%79%78%78%75%75%75%75%75%75%73%73%73%73%71%71%67%67%50%50%Food&water securityThe cost-of-living crisisThe global economyHuman physical&mental healthEconomic securityThe North Ameri

21、can economyHow companies do businessGlobal politicsNorth American politicsThe fabric of societyMigration&the refugee crisisRacial equity%Who Agree:“The State of the Environment and Climate is Affecting”Economic factorsEconomic factorsSocial factorsSocial factorsPolitical factorsPolitical factors38%3

22、8%44%44%56%56%59%59%What Spheres Consumers See Being Impacted By Changes to the Environment and ClimateThe worldMy countryMy local communityMy life personallyConsumers are more likely to see environmental change as a global issue;however,some are starting to connect the impact to their personal live

23、s.Respondents are more likely to report seeing changes to the environment show up around the globe or in their country than in their local communities or personal lives.Yet,around half or more say specific factors in their lives are being affected.Shopping Habits Through Exclusivity&Convenience:Cons

24、umer Sentiment Studydentsu Consumer Navigator-Sustainability 202377%77%9%Who Agree:“The State of the Environment and Climate is Affecting”66%66%65%65%59%59%54%54%49%49%My local communityMy quality of lifeMy physical healthMy mental healthMy job/financialsecurityPersonal FactorsYounger generations fe

25、el more personally impacted by environmental change.While generations largely agree on the factors influenced by the environment and climate,Boomers are notably less likely than younger generations to acknowledge that the state of the environment affects factors in their personal lives.Shopping Habi

26、ts Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Sustainability 20231052%52%51%51%41%41%35%35%30%30%67%67%65%65%57%57%54%54%46%46%78%78%78%78%77%77%73%73%68%68%73%73%68%68%64%64%58%58%50%50%My local communityMy quality of lifeMy physical healthMy mental healthMy j

27、ob/financial security%Who Agree:“The State of the Environment and Climate is Affecting”BoomersGen XMillennialsGen ZWhen environmental change does show up in daily life,consumers can vividly articulate the impact.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer

28、Navigator-Sustainability 202311Ive noticed less snow than when I was a kid stepping easily over the fences in our farms fields because the snow was so high.Just this year in Arizona we had the most snow and rain in years which caused massive flooding and people died in the flood.Where I live on the

29、western slope of the Sierra used to be forests of conifers with lakes and creeks teeming with life.Now the big pines and cedars are mostly gone.The lakes go dry in summerMy daughter and I suffer from asthma and with increasing heat,pollution in the air,it becomes very difficult to breathe.The smoke

30、from more forest fires is affecting my health in a negative way.The excess heat also puts me on edge and zaps my energy.Changes in the state of the environment affect me personally in terms of depression,anxiety and fear of the state we will reach.Well,the cost of living is changing getting more exp

31、ensive to buy food and our needs sic.It costs more for farmers in our community to produce the same crops.State Farm wont insurance sic my house in California because of the wildfires and floods.WeatherWell-BeingWealthIMPLICATIONS FOR MARKETERSIMPLICATIONS FOR MARKETERSBroaden Sustainability Efforts

32、 to Embrace Social Implications and Equity:Broaden Sustainability Efforts to Embrace Social Implications and Equity:As brands prioritize environmental friendliness and green initiatives,it is crucial not to overlook the social implications and inequities associated with sustainability.To truly tackl

33、e sustainability,marketers should address concerns like mental and physical health,as well as support marginalized communities affected by environmental degradation.By expanding definitions and initiatives to encompass these aspects,marketers can foster a more comprehensive and impactful approach to

34、 sustainability and keep pace with evolving consumer views.Tie Global Sustainability Initiatives to Local ImpactTie Global Sustainability Initiatives to Local Impact:As the impact of the environment on the personal sphere becomes more apparent to consumers especially younger generations marketers sh

35、ould adopt a global-local mindset in their sustainability initiatives.This entails considering the broader environmental impact while also highlighting the tangible,local benefits for consumers.By demonstrating how sustainability efforts positively affect both the planet and individuals immediate su

36、rroundings,marketers can enhance consumer engagement and drive a meaningful perception shift.dentsu Consumer Navigator-Sustainability 2023Consumers Adopt Consumers Adopt Everyday Everyday Sustainable ChoicesSustainable Choices|Navigator|Navigator03dentsu Consumer Navigator-Sustainability 2023The con

37、cept of sustainability is intrinsically linked to consumers everyday choices and decisions.Every action we take,from the products we buy to the energy we consume,has an impact on the environment,society,and the economy.As changes to the environment and climate hit closer to home,consumers are realiz

38、ing that they have the power to make a difference through their daily behaviors.North Americans see sustainability as a public,personal,and corporate responsibility.Respondents view individuals as equally responsible for their everyday actions as national governments and global businesses are for th

39、eir policies and practices.Respondents also expect govt to hold businesses accountable to regulations.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Sustainability 202377%77%1451%51%51%51%47%47%34%34%33%33%21%21%11%11%9%9%National governmentsEveryda

40、y peopleGlobal businessesLocal governmentsInternational coalitionsLocal businessesNon-profit organizationsPhilanthropists/donorsEntities Most Responsible to Advance SustainabilityRespondents asked to select their top three choices.76%Agree:Govts should more closely more closely monitor businessesmon

41、itor businesses and their impact on the environment and penalize those that are negligentpenalize those that are negligent.Younger generations place greater responsibility on individuals and business,rather than govt.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Cons

42、umer Navigator-Sustainability 20231560%60%59%59%47%47%31%31%29%29%20%20%5%5%5%5%52%52%45%45%45%45%38%38%33%33%22%22%12%12%8%8%46%46%47%47%46%46%35%35%37%37%22%22%16%16%13%13%39%39%48%48%49%49%30%30%30%30%21%21%12%12%9%9%National governmentsEveryday peopleGlobal businessesLocal governmentsInternation

43、al coalitionsLocal businessesNon-profit organizationsPhilanthropists/donorsEntities Most Responsible to Advance SustainabilityBoomersGen XMillennialsGen Z#1 EntityBoomersNational govt Gen XNational govt MillennialsEveryday people Gen ZGlobal businessesYounger generations generally distribute respons

44、ibility more evenly across national govts,everyday people,and global businesses.They also place a greater emphasis on non-profits and philanthropists.Conversely,Boomers and Gen X primarily emphasize the responsibility of national govts.Sustainability is increasingly top-of-mind for,and considered da

45、ily by,consumers.Two-thirds of respondents say how often they think about sustainability has increased over the past 3 years.When asked to rate how sustainable their life choices are on a typical day on a scale of 1 to 10,the average respondent optimistically said 7.Shopping Habits Through Exclusivi

46、ty&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Sustainability 202377%77%1666%Of respondents say how often how often they think about sustainability they think about sustainability has increased has increased in the past 3 years.When asked to raterate how sustainable how sustainable

47、 their life choices are on an average day their life choices are on an average day on a scale of 1 to 10,with 1 being low and 10 being high,the average the average respondent said 7 out of 10.respondent said 7 out of 10.7 out of 10Authors Note:Hmmm this feels overly optimistic to us,but at least the

48、yre trying JSustainability considerations impact an increasingly broad range of daily choices.Decisions heavily influenced by sustainability include who they vote for,what they eat,the causes they support,their car,how they travel,and the places they patronize.Many of these choices will impact the p

49、roducts they buy and use.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Sustainability 202377%77%1748%48%45%45%40%40%39%39%38%38%38%38%37%37%37%37%36%36%36%36%33%33%32%32%32%32%30%30%28%28%The elected officials I vote forThe foods I eatThe causes I

50、support/volunteer forThe car I driveThe ways in which I travelThe places I go(i.e.restaurants,shops)The clothes I wearThe recreational activities I enjoyThe beverages I drinkThe places I travelThe job I doWhat I study/have studied in school or collegeThe people I hang out withThe influencers I follo

51、wThe shows or podcasts I watch or listen to%Who Say Sustainability Factors Into the Following Choices to a“Large”or“Moderate Extent”Brand/product choicesBrand/product choicesLifestyle choicesLifestyle choicesFactoring sustainability into daily choices is at once pragmatic and an expression of person

52、al values and identity.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Sustainability 202377%77%18I am hyper aware of recycling,and learning about what really gets recycled.how to prepare the cans,bottles and other items so they actually will be recy

53、cled.I have shifted from plastic bags to reusable bags.I pay attention to one use products and try to stay away from them.I dont go back to dont go back to restaurants that use Styrofoam containers.restaurants that use Styrofoam containers.I am an avid composter,I am an avid composter,and recycler.w

54、hen it makes sense,I will take my collection of cans,or plastic bags to the appropriate places.My community does recycle pickup for paper,and I set out one-two cans each week.my recyclables out pace my non-recycle trash.Recycling aficionado.Devoted to compost.The biggest example is that we almost ne

55、ver we almost never buy anything new anymore.buy anything new anymore.Second-hand household.I am more aware of what I am using and the waste that I create.I am considering buying an electric car.I am aware of packaging and I am aware of packaging and how things are made.how things are made.I never u

56、sed to see it.I always pay attention to the power I use always pay attention to the power I use and water.and water.I changed the light bulbs I use in my house.Also,earlier this year,I purchased a new efficient washer and dryer.Values-driven buyer.Energy-efficient enthusiast.We look to spiritual,hol

57、istic and mindfulness spaces.Many groups are starting to grow Many groups are starting to grow their own food,live sustainablytheir own food,live sustainably and choose naturopathic methods of vitality and healing.All-natural devotee.Millennials report being particularly engaged with sustainable liv

58、ing.The good news is that the majority of all age cohorts are thinking about sustainability more often.However,Millennials are most likely to say sustainability is top-of-mind and report consistently making sustainable choices.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studyd

59、entsu Consumer Navigator-Sustainability 202377%77%1954%54%64%64%80%80%62%62%BoomersGen XMillennialsGen Z%Who Say How Often They Think About Sustainability Has Increased in the Past 3 Years24%24%42%42%63%63%41%41%BoomersGen XMillennialsGen Z%Who Rate Their Average Daily Choices As A 7 Out Of 10 When

60、It Comes To SustainabilityDiscrepancy Between Choices Thoughts=-30%30%-22%22%-17%17%-21%21%Millennials are most likely to view their daily choices through a sustainability lens.Millennials overwhelmingly acknowledge sustainability as a driving factor in their decision-making across various aspects o

61、f life.Boomers are the clear laggards across age groups.Gen Z and Gen X seem to be holding hands in the middle ground.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Sustainability 202377%77%2038%38%31%31%27%27%24%24%26%26%12%12%22%22%44%44%42%42%33%

62、33%34%34%34%34%32%32%34%34%61%61%60%60%57%57%55%55%54%54%54%54%54%54%47%47%44%44%35%35%35%35%38%38%33%33%36%36%Who Say Sustainability Factors Into the Following Choices to a“Large”or“Moderate Extent”BoomersGen XMillennialsGen Z22%22%25%25%12%12%21%21%23%23%11%11%15%15%11%11%31%31%33%33%27%27%34%34%3

63、5%35%26%26%28%28%25%25%54%54%53%53%53%53%52%52%52%52%51%51%50%50%48%48%35%35%37%37%33%33%40%40%31%31%27%27%36%36%26%26%The places I travelThe places I go,like restaurants,bars,shops.What I study/have studied in school or collegeThe clothes I wearThe beverages I drinkThe influencers I followThe peopl

64、e I hang out withThe shows or podcasts I watch or listen toThe elected officials I vote forThe foods I eatThe causes I support/volunteer forThe ways in which I travelThe car I driveThe job I doThe recreational activities I enjoyMillennials also appear most hopeful about sustainabilitys impact on the

65、 future,suggesting a correlation between engagement and hope.While 85%of respondents think about the future of sustainability,just 43%feel hopeful about that future.Millennials feel most hopeful(51%),while Gen Z feel most concerned(56%).Shopping Habits Through Exclusivity&Convenience:Consumer Sentim

66、ent Studydentsu Consumer Navigator-Sustainability 202377%77%21I am hopeful sustainabilitys impact on the future43%I am worried about sustainabilitys impact on the future 42%I dont think about sustainabilitys impact on the future 15%How Consumers Feel About the Future When It Comes to Sustainability3

67、8%41%51%25%42%43%38%56%19%16%11%19%BoomersGen XMillennialsGen ZBy Audience CohortHopefulWorriedDont think about itIMPLICATIONS FOR MARKETERSIMPLICATIONS FOR MARKETERSCelebrate Consumers Everyday Choices:Celebrate Consumers Everyday Choices:To make sustainable practices feel more tangible and foster

68、deeper emotional connections with To make sustainable practices feel more tangible and foster deeper emotional connections with consumers,marketers should highlight and celebrate what customers are already doing in their lives.By leveraging userconsumers,marketers should highlight and celebrate what

69、 customers are already doing in their lives.By leveraging user-generategenerated content,d content,brands can stand out from corporate messages and build a stronger brandbrands can stand out from corporate messages and build a stronger brand-consumer relationship.consumer relationship.Encourage Agen

70、cy to Inspire Hope For the Future:Encourage Agency to Inspire Hope For the Future:Consumers active engagement in making sustainable choices corresponds with their sense Consumers active engagement in making sustainable choices corresponds with their sense of hope for sustainabilitys impact on the fu

71、ture.Brands should position themselves within this space of hope and empowermenof hope for sustainabilitys impact on the future.Brands should position themselves within this space of hope and empowerment.t.By By emphasizing the connection between consumers choices and the collective impact on the pl

72、anet,brands can inspire and uplift emphasizing the connection between consumers choices and the collective impact on the planet,brands can inspire and uplift conconsumers.sumers.Amplify Efforts With Collaborative Partnerships:Amplify Efforts With Collaborative Partnerships:Given that consumers perce

73、ive multiple entities as responsible for the wellGiven that consumers perceive multiple entities as responsible for the well-being of the being of the planet,marketers should actively seek collaborative partnerships.By joining forces across sectors,brands can create a compplanet,marketers should act

74、ively seek collaborative partnerships.By joining forces across sectors,brands can create a comprehrehensive ensive approach to sustainability that addresses various aspects and engages consumers on a deeper level.approach to sustainability that addresses various aspects and engages consumers on a de

75、eper level.dentsu Consumer Navigator-Sustainability 2023Successful Brands Successful Brands Will Champion Will Champion Both TrendsBoth Trends|Navigator|Navigator04dentsu Consumer Navigator-Sustainability 2023Consumers increasingly hold brands accountable and demand sustainability as a core value.Th

76、ey scrutinize product sourcing,production methods,and packaging materials,and they voice their concerns through social media,online reviews,and boycotts.As a result,brands are under pressure to go beyond the typical donations and promises of carbon neutrality and commit to making sustainable choices

77、 a reality for consumers.North Americans are calling out brands that focus on future sustainability at the expense of immediate action and holding them accountable to promises.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Sustainability 202377%77%2

78、472%Agree:Businesses make a lot of make a lot of future commitments to support future commitments to support the preservation of the the preservation of the environment,but dont take environment,but dont take enough action enough action in the present.Agree:When I hear about a business making a comm

79、itment that supports the environment,I often check in later to see whether that commitment was fulfilled.55%55%34%34%52%52%75%75%61%61%North AmericanGen.Pop.BoomersGen XMillennialsGen ZConsumers expect sustainability to be a central consideration in how brands conduct business.Consumers arent only f

80、ocused on carbon-footprint to be viewed as a sustainable brand,companies must take a comprehensive approach:affordability,responsible sourcing,operations and production,and supporting natural ecosystems.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator

81、-Sustainability 202377%77%2557%57%55%55%55%55%54%54%54%54%46%46%46%46%45%45%45%45%40%40%39%39%37%37%36%36%6%6%Consumers Expectations for How Sustainable Businesses Should BehaveMake sustainable options more affordableReduce their carbon emissionsSource products in ways that support the environment R

82、ethink their operations and production to reduce waste,toxicity,etc.Support the health of ecosystems Update their product lines to offer sustainable choices to consumersReward customers who take action to preserve the environment Source products in ways that do not cause harm to workersOffer sustain

83、able shipping optionsEncourage and support the second-hand/resale marketDonate to charitable causes that support the the environmentPromote equity in the workplace Produce educational content that raises awarenessNone of the aboveThere is a disparity between consumers expectations and perceptions of

84、 actual brand performance.Consumers say that brands are doing“poorly”against certain actions that are higher in priority,like rethinking business operations,and“very well”against actions that are a lower priority,like donating to charity.Shopping Habits Through Exclusivity&Convenience:Consumer Senti

85、ment Studydentsu Consumer Navigator-Sustainability 20232657%57%55%55%55%55%54%54%54%54%46%46%46%46%45%45%45%45%40%40%39%39%37%37%36%36%Consumers Expectations for How Sustainable Businesses Should BehaveMake sustainable options more affordableReduce their carbon emissionsSource products in ways that

86、support the environmentRethink their operations and production to reduce waste,toxicity,etc.Support the health of ecosystemsUpdate their product lines to offer sustainable choices to consumersReward customers who take action to preserve the environmentSource products in ways that do not cause harm t

87、o workersOffer sustainable shipping optionsEncourage and support the second-hand/resale marketDonate to charitable causes that support the environmentPromote equity in the workplaceProduce educational content that raises awarenessWellPoorlyWellPoorlyFairlyVery wellPoorlyFairlyFairlyPoorlyVery wellWe

88、llVery wellHow Well Brands Are Living Up To ExpectationsOn a scale of Poorly to Very WellThe bottom line:consumers want brands to make sustainability an easy choice.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Sustainability 202377%77%2779%Agree:B

89、usinesses should do a better job of making it easy for me making it easy for me to choose sustainable productsto choose sustainable products.Consumers perceptions of progress differ by industry vertical.Consumers express the highest satisfaction with sustainable options in household essentials,cloth

90、ing&apparel,grocery,dining,and health&wellness categories.Conversely,they report the least satisfaction with luxury,real estate,travel,and auto sectors.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Sustainability 202377%77%2847%47%46%46%46%46%44%44

91、%44%44%43%43%39%39%36%36%36%36%30%30%29%29%26%26%25%25%36%36%36%36%39%39%36%36%38%38%37%37%32%32%37%37%44%44%52%52%43%43%44%44%47%47%17%17%18%18%15%15%20%20%18%18%20%20%29%29%27%27%20%20%19%19%28%28%30%30%27%27%Household essentialsClothing/apparelGroceriesDiningHealth and wellness productsBeauty/per

92、sonal careEntertainmentElectronicsEnergy and utilitiesAutoTravelReal estateLuxurySustainable Options Available in the Following Categories“Sustainable options are available,at a reasonable price”“Sustainable options come at a premium cost I cannot afford”“There arent sufficient sustainable options”5

93、5%55%45%45%Who Have“Go-To”Brands They Trust When It Comes to SustainabilityHalf of consumers have established a preferred roster of sustainable brands.Millennials and Gen Z exhibit a higher likelihood of having established a set of trusted sustainable brands.Gen X,on the other hand,presents an oppor

94、tunity for brands given their receptiveness towards sustainable options.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Sustainability 202377%77%2952%62%62%38%38%Gen Z62%71%71%29%29%Millennials71%46%46%54%54%Gen X46%29%29%71%71%Boomers29%When it come

95、s to brand communications about sustainability,consumers are tuning in.Millennials and Gen Z report are most likely to report that brand communications about sustainability have“a lot”or“some”impact on their purchasing decisions.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Stud

96、ydentsu Consumer Navigator-Sustainability 202377%77%30A lot30%Some31%A little23%Not at all16%How Much Brand Communications About Sustainability Influence Purchase61%Are at least a little influenced by comms.14%28%44%29%28%29%34%40%31%23%15%23%27%27%20%20%7%7%8%8%BoomersGen XMillennialsGen ZBy Audien

97、ce CohortA lotSomeA littleNot at allYet,the majority express a need for greater accessibility and transparency in those same communications.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Sustainability 202377%77%3180%Agree:Businesses should make inf

98、ormation about their sustainable practices more easily accessiblemore easily accessible.71%Agree:Businesses are not are not sufficiently transparent sufficiently transparent about how their practices affect climate and the environment.53%Agree:I check how a product how a product was made and sourced

99、 was made and sourced as part of my purchase decision.IMPLICATIONS FOR MARKETERSIMPLICATIONS FOR MARKETERSTranslate Promises Into Tangible Action.Translate Promises Into Tangible Action.In order to resonate with consumers who are actively taking daily actions to become more sustainable,brands must m

100、ove beyond mere promises and demonstrate tangible progress.By showcasing measurable and concrete actions towards sustainability,brands can build trust and credibility with consumers who value authentic engagement.Embrace The Complexity Of What It Takes To Be A Sustainable Brand.Embrace The Complexit

101、y Of What It Takes To Be A Sustainable Brand.As corporate commitments primarily center around reducing carbon footprints,it is crucial for marketers to acknowledge the multifaceted nature of sustainability.Our survey reveals that consumers place equal importance on responsible sourcing,operations,pr

102、oduction,and other ingrained business practices.To resonate with consumers,brands should address these various issues comprehensively and transparently.Be Transparent In Highlighting Wins And Areas of Improvement.Be Transparent In Highlighting Wins And Areas of Improvement.Consumers recognize that s

103、ustainability is an ongoing journey,not just a destination.While many brands have made promises about achieving sustainability,the focus on the actual journey to get there has been limited.It is essential to go beyond surface-level promises and chronicle the journey towards sustainability,providing

104、detailed accounts of progress and challenges faced.By being transparent and openly sharing the steps taken along the path towards becoming a sustainable brand,marketers can build relevance and strengthen brand equity.dentsu Consumer Navigator-Sustainability 2023Consumers are becoming more sophistica

105、ted about the realities and challenges of achieving sustainability.As they incorporate sustainable choices into their lives both large purchase decisions and smaller,everyday actions they have internalized the multifacted nature of sustainability,and its interconnection with health and well-being at

106、 multiple scales,from personal to planetary,from financial to physical.As consumers understand the complexity and systemic nature of sustainability,they expect brands to do the same.Recognizing the multiple aspects of sustainable best practices from sourcing,to production,to packaging takes brands w

107、ell beyond promises into the realm of tangible impact.This is where consumers are expecting signals of demonstrable progress.Storytelling has become more a chronicling of a journey than the making of a promise.Connecting with the sustainable consumer while navigating the increasingly demanding ESG r

108、eporting landscape requires expertise,collaboration,and strategic vison.As part of its commitment to serving clients in the business-to-business-to-society(B2B2S)capacity,Dentsu is pleased to offer Dentsu Good,a sustainability accelerator.With a team of subject matter experts and a suite of consulta

109、tive services,Dentsu Good helps clients move the needle on their purpose-driven impact in the sustainable economy.For more information visit our website.Closing Thoughts05dentsu Consumer Navigator-Sustainability 2023|Navigator|NavigatorDentsu is the network designed for whats next,helping clients pr

110、edict and plan for disruptive future opportunities and create new paths to growth in the sustainable economy.Taking a people-centered approach to business transformation,we use insights to connect brand,content,commerce and experience,underpinned by modern creativity.As part of Dentsu Group Inc.(Tok

111、yo:4324;ISIN:JP3551520004),we are headquartered in in Tokyo,Japan and our 65,000-strong employee-base of dedicated professionals work across four regions(Japan,Americas,EMEA and APAC).Dentsu combines Japanese innovation with a diverse,global perspective to drive client growth and to shape society.Visit:;.About dentsu